Auckland, New Zealand: New Zealand Golf has updated its name and visual identity. With immediate effect, the organisation will be known as Golf New Zealand, a move that reflects its primary focus being on the game of golf.
The previous organisation name and logo was established in 2005 when the previous men’s and women’s entities merged. “While it has served us very well and was appropriate for its time, after careful reflection we believe it is now time to tee-off into a new future,” said Dean Murphy, Golf New Zealand’s Chief Executive.
The organisation recently developed a new 2020-2025 strategic direction entitled ‘Enriching Lives Through Golf’. The plan has three guiding strategies:
- Growing the positive profile of golf.
- Increasing participation.
- Supporting clubs and facilities.
Murphy said: “To complement the new approach and strong focus on the role golf plays in enriching the lives of New Zealanders, the organisation believes now is the right time to present a refreshed brand. A new brand to reflect golf’s future is about new growth, being welcoming, inclusive, supportive, encouraging, and always moving forward.
“When updating the brand for the new Golf New Zealand name, the key priority was to be intrinsically about golf but also have a strong connection to the identity of New Zealand.
“In terms of the lead symbol, the Koru was a natural choice. Not only is the Koru a revered and iconic symbol of New Zealand, its representation of nurturing, new beginnings, perpetual movement and growth align closely with Golf New Zealand’s ambitions for the future of golf in New Zealand.”
The Koru symbol blends Maori culture into the fabric of Golf New Zealand and is the champion of the new brand.
Murphy said: “This new name and brand identity better aligns with the Golf New Zealand identity and the organisation’s vision for the future. The new logo will be accompanied with the Te Reo translation of Korowha Aotearoa to reflect our connection with New Zealand and Maori.
“Throughout the development of this new brand, the NZ Maori Golf Association have been providing their valuable wisdom and guidance. The NZ Maori Golf Association fully endorse the new brand and logo and will play part a critical role in the future cultural journey for the organisation.”